How to maximise the reach of a corporate event

You put a great deal of time and effort into planning a corporate event. Then, before you know it, the event is over and it’s time to plan the next one. 

When you’re hosting an event — whether it’s a conference, workshop, product launch or panel discussion — you’ll want to reap the highest possible return on the investment. Otherwise, it can easily become a one-hit wonder. 

In this article, we’re sharing a few tips on how to maximise the reach of your corporate event.

Author: Matt Downer

Record everything

Record every element of your event on video — speakers, live discussions, audience questions, even the tea and coffee breaks. 

Firstly, not everyone will be able to attend. By recording the event on video, it gives you an opportunity to reach a new audience of people who weren’t there in person. 

Secondly, if this was a paid event, those recordings open up a potential revenue stream. If it was a free event, the content becomes a marketing goldmine. Your audience will keep on growing long after it’s over. 

By providing wider access to your content, the event can keep delivering value beyond the day itself. 

Repurpose the footage

Yes, you can put the whole event video on your website, but why stop there? Event video can be repurposed, and this footage offers a world of content possibilities. 

Audiences love short-form videos. Try editing key moments into short bite-sized chunks for social media and email campaigns, or embed sections into blog posts.  

Short, snappy footage of your event will increase both engagement and brand awareness. It delivers evergreen content which holds its value over time. 

Be imaginative with content

The idea is to build a library of content which serves multiple purposes. For example, it can be used as an employee onboarding video, podcast, sales video or training resource.

Plus, you can use it to discover which content resonates most strongly with your target audience. Once you know which formats and topics strike a chord with viewers, you can use this information to plan the next event. 

Get the audience involved

There’s nothing better than seeing an event through the eyes of the people who were there. 

User generated content (UGC) adds a layer of trustworthy authenticity that’s almost impossible to achieve through traditional marketing. 

Create a short hashtag that’s easy to remember, then get your audience proactively involved. They’ll provide you with a diverse range of footage, from multiple perspectives, showcasing the various aspects of your event. 

This variety appeals to a wider audience, and it starts a conversation. You’ll reach people who might otherwise have been unaware that the event was happening. 

Live stream it

When your event is streamed live, there’s no limit to the audience it can reach. They can watch from any global location, adding nothing to their carbon footprint because there’s no need for travel. 

Be aware that an audience watching at home is easily distracted. They need to be involved, otherwise you may lose most of them. 

It’s worth considering elements such as live voting or quizzes — and make sure your virtual audience can actively contribute with questions and comments. 

If you’re thinking about live streaming an event, always be aware of the audience’s experience when watching remotely. For example, when your speaker announces a round-table discussion, and there’s nothing for a remote audience to see, they won’t stick around for long. 

Avoid cutting corners

It’s easy to assume that filming an event is relatively straightforward. Can’t you just use your smartphone? 

Well, yes. You can do that — but the long-term value of that content will be limited. 

Firstly, it’s difficult to recreate the real-life buzz of an event when you’re filming it on a mobile. No matter how smart your phone may be, that crucial element will inevitably be lost. 

Secondly, the footage may look a little (we’re trying to be polite here)… unvarnished? When you come to repurpose it into high-quality content which lasts the distance, you may regret the decision to cut corners. 

Get professional help

It’s worth calling in some help. An experienced event video production team will capture every element of the event, including its unique atmosphere. 

They’ll also edit the footage for you, and bring an extra layer of magic during post-production. Special effects, logos and branding, motion graphics, captions, subtitles and transcriptions… 

When you want to widen the reach of an event, it makes sense to have that rich source of content produced professionally. If you’d like to chat through some affordable options, we’d love to hear from you. Get in touch with the Videofrog team. 

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